TECHNOLOGY

Study: How popular are coupons?

BY Marianne Wilson

A new survey reveals how much relevance coupons hold in the age of digital retail.

According to results of the “2K19 Coupon Intelligence Report” from omnichannel marketing platform Valassis, coupons are still very much a part of daily shopping activities. The study of 1,000 U.S. consumers shows that 92% of respondents use coupons and nearly half (45%) use coupons always or very often.

Thirty percent of millennials say they always use coupons when shopping – a significant increase of 43% from 2018. Millennials have an affinity for both paper and paperless coupons – with 92% using print and 88% embracing paperless coupons received on a mobile device or downloaded to a loyalty card.

Overall, 91% of those surveyed indicate they use paper coupons and 75% use paperless coupons. In terms of overall sentiment, 89% of respondents say using coupons saves them a lot of money. Eighty-five percent are willing to shop at multiple stores to find the best price and 82% will readily switch stores based on weekly specials. Additionally, coupons influence 86% of consumers to try new products.

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